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Silver Bullets for Sales Objections (Pt. 3)
January 29, 2015

Silver Bullets for Sales Objections (Pt. 3)

greeting Sales and Marketer!

you can read parts I and II of this series here and here

this Sales and Marketing for "You" e-zine/ newsletter/ blog post concerns the last of what i call "Silver Bullets for Sales Objections". these are those pseudo-MYTHICAL objection-killers that will work each and EVERY time you use them. with all such promises the caveat is ALWAYS that you use them in the correct context and CORRECTLY

the problem with learning and teaching "magic" sales and marketing approaches is that there really IS no magic. it is like something that i believe Arthur C. Clarke was meant to have said, along the lines of: "To a primitive people, any sufficiently developed technology is indistinguishable from MAGIC." in the same way, we often ADMIRE and emulate those who we see as being magicians in any given field of human endeavor from relationships to business. the people we so look up to sometimes seem to have SUPERNATURAL skills, talents and abilities but nothing about it is superhuman; it is simply a result of sincerely undertaking the trials and tribulations of failing over and over again and succeeding one BABY step at a time over a period of years

If you apply WHAT I say the WAY i tell you to then there is NO reason you should not get the results that i have through utilizing these methods in my own career and consulting in sales and marketing. on the other hand, the BEST thing that you can do is continue to learn and apply your knowledge. that way, you will figure out what works for you and INTERNALIZE your own best practices. at that point, what you are doing will seem like magic to OTHERS

Silver Bullet #3: Mirroring

if you have read any of the "schlocky" sales manuals from the early 90s - does that date me? - you may have come across a technique where you IMITATE what your customer is doing with their body. for example, if they lean back, you should lean back. if they fold their arms then you should do the SAME. i personally don't understand why doing the OPPOSITE of what they are doing would be any difference! in any case, you can apply the PRINCIPLE of mirroring to speaking and guess what? it actually WORKS

the principle of mirroring is based on one of what i call "Law of Opposites". in particular, that any ADVANTAGE can be a DISADVANTAGE and vice versa. How can something be both an advantage or disadvantage? Well, let's say you buy new racing TIRES and win the race; are you left with the feeling afterwards that it was the RUBBER and not your skills that did the trick? This may seem like a banal example but the whole point is that all of this is a matter of PERCEPTION. If buying new tires wins you the race but you feel bad about it afterwards, then your advantage has become a disadvantage. Similarly, if you have to enter a beat-up car into the race, you will race with all of your heart knowing that you are probably going to win. What could be a truer BATTLE than that?

instead of staring at your customer's knees and shoulders trying to imitate their movements the whole time, simply take to the BANK that whatever "reason" they provide for not wanting to become a customer of yours is just a matter of perception. The very reason that they give you NOT to buy can just as well be their primary reason to purchase from you. WHATEVER a customer says to you as their instinctive, first-off reason for not buying from you, you can simply turn that very objection around and point it back at them. so, the next time a customer says they do not have enough money or that the timing is not right or what-have-you, you can simply say, "I totally understand what you are saying but don't you see, that is the very reason you should buy this right away."

How does it work again? Here are some scenarios:

CUSTOMER: "I just do not have the money right now"

YOU: "That is exactly why you should buy: we are going to give you the efficiencies to generate more revenue and lower your operating costs. The solution will pay for ITSELF in 3-4 month and after that you will be profiting"

CUSTOMER: "We do not have time to implement something like this"

YOU: "What are you going to do to change that and create time? If you do nothing, things will get worse. Our solution will actually save and help you create more time"

CUSTOMER: "I am just not interested"

YOU: "Let me get this straight: you are not interested in a new and improved solution that will demonstrably increase your customer retention and satisfaction by 15-20%?"

(the last one includes a bit of the value recap silver bullet approach...)

the beauty of this approach is that as you tell the customer that their reason not to buy is actually their prime reason TO buy, your brain will be working out exactly why that is. it seems like fancy psychology but it is more a matter of simple faith in the fact that any subjective opinion or perception is just that; it is NOT reality and can be used at either end of an argument. over time, you will figure out answers to all of your common objections and be able to convincingly come up with NEW ones on the fly. of course, if your customer says something like, "I do not have the authority to sign this contract" then that is not something you can overcome with a sleight of hand or with a sales and marketing "silver bullet"

there ARE those reasons which are good, correct, right and acceptable for a customer NOT to do business with you. what i would say is that these kinds of reasons ultimately fall into the category of yourself and your customer "not being a good fit". for each customer, there may be a particular and compelling fact which simply CANNOT be overcome because it is not a subjective perception but an objective reality. for example, as a software salesperson working for companies like Oracle and Computer Associates i often encountered situations where a customer had the WRONG existing technology and there was no way to install - and therefore sell - our software there

as well, if a customer is simply adamant about an objection that you think is bogus or unfounded, what can you do but acquiesce and exit gracefully? some customers are stubborn but most are simply MISGUIDED in such cases. why spend time and effort trying to "unblock" a customer and get them on board only to have more fights and complaints later on when they have signed up? better to move on and look for those ideal people who ARE a fit and with whom you click

Remember that you cannot say the right thing to the wrong person and you cannot say the right thing to the wrong person!


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